Of cricket, pizza and women

Written by Shauvik Ghosh | Alokananda Chakraborty | New Delhi, Sep 28 | Updated: Sep 29 2007, 05:02am hrs
The ICC World Twenty20 Championship managed to grab everyones attention, if the latest data released by television audience measurement firm TAM is anything to go by. And heres some good news for marketers targeting the fairer sex with their products: women seem to have taken to cricket like fish to water.

The India-Australia semifinal match (September 22) clocked a rating of 12.8 TVR among women (target: cable and satellite homes, women above 15 years, all India). And the match turned out to be the highest-rated programme in 2007 for this target group, even higher than the top-rated programmes on the three Hindi mass entertainment channelsSTAR, ZEE and Sony. While TAM data for the final between India and Pakistan (Monday, September 24), has not been released, media observers expect a 40% jump in female viewership for that match. No wonder, fast food companies did some brink business that evening. According to Dev Amritesh, vice-president, marketing, Dominos Pizza, On a big cricket match day, we usually see a 10% increase in delivery orders. On the India-Pakistan match evening (the three-hour period between 6.00 pm and 9.00 pm), delivery orders jumped 45%. On its part, Pizza Hut, which stresses more on dine-in than home delivery, saw delivery orders go up 65%.

Overall, the semi-final match touched a high of 23.2 TVR, with the average rating for the match at a high of 17.9 TVR. During the match, the channel share of ESPN and STAR Cricket combined was an amazing 63%. The September 14 duel between India and Pakistan had also proved to a cracker. The match, which ended in an unusual tie-breaker, posted a TVR of 12 and peaked at 15.2, according to broadcaster ESPN Software. Even the non-India matches posted high viewership figures. The semi-final between Pakistan and New Zealand recorded 4.5 TVR, the Pakistan-Sri Lanka match scored 4.5 TVR, the New Zealand-South Africa match returned a TVR of 3.4 TVR while the Sri Lanka-Bangladesh encounter scored a 3.3.

The ratings actually soared as the tournament progressed. Overall, the tournament posted average rating of 5.4.

A look back at the TVR scores during the ICC World Cup in West Indies earlier this year will put things in perspective. Max, the official broadcasters of the Cup, recorded a high of 8.3 TVR on March 19, on the day of the India Bermuda clash. The second highest was on the India-Sri Lanka tussle of March 23, when MAX scored a TVR of 8.01.